Since 2014, the bank, in many ways, has raced ahead of its peers in transforming itself digitally. In India specifically, DBS, through its unique ‘phygital’ model, intends to offer its customers a different kind of banking experience - which is less like a conventional bank, and instead a forward-looking tech company offering financial services. At the same time, it will continue its focus on purpose-driven initiatives addressing sustainability issues and creating a lasting impact in the lives of individuals and businesses beyond banking.
In the last two years, India has witnessed a dramatic acceleration in digital consumption demand and felt an urgency to tackle climate change and social inequity. DBS, which has championed stakeholder capitalism way before it was fashionable, affirms its commitment toward long-lasting change and prides itself on being the exception in the industry.
Elaborating on the campaign, Shoma Narayanan, Managing Director - Group Strategic Marketing & Communications at DBS Bank India, said, “DBS continues to break boundaries and reimagine banking to provide a seamless experience to customers. We constantly innovate to meet evolving customer needs while also supporting the community we live in. Rather than fitting into the conventional notions of a 'traditional bank’, we are a bank for the times - digital, agile and sustainable - a different kind of bank for a post-Covid world."
Being a different kind of bank
The campaign encapsulates several aspects of how DBS embodies being a different kind of bank:
Even DBS’ communication and advertising over the years, have been unlike that of a usual bank. DBS Sparks is just one example. An industry first online mini series, follows a group of young bankers navigating work and their personal lives. Inspired by true stories, the mini series depicts how these bankers challenge the status quo, go above and beyond to solve their client’s challenges and truly make an impact in DBS’ quest to be the best bank, in a better world. Since its inception, SPARKS has garnered over 58M views and 10M engagements in India alone. Their upcoming season focuses on the people and technologies that make DBS a #differentkindofbank.
DBS has been named “World’s Best Bank” and “World’s Best Digital Bank” by multiple publications such as Euromoney, Global Finance and The Banker in recent years. In 2022, it was recognised by Brand Finance as the most valuable bank brand in Southeast Asia and among the top 40 global bank brands, with a brand value of USD 8.7 billion. DBS has also been accorded the “Safest Bank in Asia” award by Global Finance for 14 consecutive years from 2009 to 2022. In addition, the Bank was also featured among the top 10 business transformations of the decade in Harvard Business Review in the year 2019.
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About DBS
DBS is a leading financial services group in Asia with a presence in 18 markets. Recognised for its global leadership, DBS has been named “World’s Best Bank” by Euromoney, “Global Bank of the Year” by The Banker and “Best Bank in the World” by Global Finance. The bank is at the forefront of leveraging digital technology to shape the future of banking, having been named “World’s Best Digital Bank” by Euromoney and the world’s “Most Innovative in Digital Banking” by The Banker. In addition, DBS has been accorded the “Safest Bank in Asia” award by Global Finance for 13 consecutive years from 2009 to 2021. DBS was also ranked No. 1 on Forbes' list of the World's Best Banks in India for two consecutive years.
DBS Bank has been present in India for 27 years, opening its first office in Mumbai in 1994. DBS Bank India Limited is the first among the large foreign banks in India to start operating as a wholly-owned, locally incorporated subsidiary of a leading global bank. DBS provides an entire range of banking services for large, medium and small enterprises and individual consumers in India. In 2016, DBS launched India's first mobile-only bank – digibank, which now has ~1 million savings accounts. In November 2020, Lakshmi Vilas Bank was amalgamated with DBS Bank India Limited. The bank now has a network of nearly 600 branches across 19 states in India.
DBS provides a full range of services in consumer, SME and corporate banking. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region's most dynamic markets. DBS is committed to building lasting relationships with customers and positively impacting communities through supporting social enterprises, as it banks the Asian way. It has also established an SGD 50 million foundation to strengthen its corporate social responsibility efforts in Singapore and across Asia. In 2020, DBS introduced the "Towards Zero Food Waste" initiative as part of a global sustainability practice to encourage a shift in behaviours and mindsets to reduce food waste.
With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities. The bank acknowledges the passion, commitment and can-do spirit in all our 30,000+ staff representing over 40 nationalities. For more information, please visit www.dbs.com.
